Wertorientiertes Marketing und Human Resource Management

_So far, marketing and HR managers have been insufficiently successful in providing evidence of the contribution to success made by brands and employees. This exposes both areas to the risk of increasingly being degraded to cost factors and losing their influence in the company. On the basis of cross-industry panel data, Arnd Vomberg examines the effect of brands and employees on corporate value in two empirical studies and shows their positive effect as well as interactions between them. The Institute for Market-Oriented Management (IMU) was reconstituted in 1999 at the University of Mannheim. It sees itself as a platform for application-oriented research and as a forum for dialog between science and practice. The aim of this series of publications is to publish scientific findings that are relevant for market-oriented corporate management.